Tips for Writing Email

8/2/2019 Tips for Writing Email

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10 Tips of Email Writing


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AcknowledgementsThis presentation was created by Lauren Miller in conjunction with New OrganizingInstitute.

These new media materials have been developed over the course of many trainingsby Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames,Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum,Colin Holtz and many others.

Restrictions of UseThe following work is provided to you pursuant to the following terms and conditions.Your use of these materials constitutes your acceptance of these terms:

You may reproduce and distribute the work to others for free, but you may not sellthe work to others.

You may modify the work, provided that the attribution to the New Organizing

Institute and the Author remain on the work. You shall include a copy of these restrictions with all copies of the work that you

distribute and you shall inform everyone who uses the materials of this agreement.


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What can email do for you?

Reach people quickly & cheaply

Activate people to take action

Enhance what youre doingeverywhere else


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A few key principles

Its about everything else youredoing

Its about story telling

Its about number crunching


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So how to I write an email?


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Basic structure of an email

1st sentence:Attention grabber

Try to keep it to onesentence. One line ifpossible.


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2nd paragraph:Summary. Why are you

sending this email?Avoid too many facts,figures. Thats what therest of the email is for.


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3rd-4th paragraph: TakeAction.

What do you want

people to do?

What is the theory ofchange?


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Links

Stand-alone (separate from

paragraphs)

Should you hyperlink text orwrite out urls? It depends

Dont just use picture links


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After the link

2-4 more paragraphs with

background info, quotes,bullets, etc.

Repeat your theory ofchange, action, link


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10 tips for better emails


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1. Keep it short.

People dont want to read a long essay.


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2. Think about your subject line.

Be concise(5-7 words)

Grab attention,but dont cry wolf

Be creative

Dont be toowonky


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Good Subject LinesCan I dial you in?

(DCCC)

For your eyes only (YESto Fairer Votes)

I agree with George W.Bush (Howard Dean)

Missing you (Kiva.org)

Were 54.7% sure(Families USA)

Spill baby spill (BraveNew Films)


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Bad Subject Lines

The ____ Update

June 2011 Newsletter

Tell your Senators tovote no on S. 2191

Urgent FEC Deadline

Maryland GOP Callsfor End to New PollTex for AbsenteeBallot Voters


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3. Keep it conversational.

Snarky is ok.A formal letter isnt.

Have voices,personalities inyour email.


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4. Never send an email without

an action

All you can do is unsubscribe.

Sign a petition

Write a letterTell a friend

Watch a video

Follow us on Facebook

or Twitter

Call Congress

Make a donationShare your story

Give us yourfeedback

Attend an event


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4b But dont ask people to do

a million things.

Multiple actionsconfuse/overwhelm

Splits the returns ofyour actions

Better solution:Segmentation &Daisy Chain


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5. Ask people what they want.

Find out moreabout your list

Solicit newideas

Make yourmembers feellike theyrepart of theteam

Surveys are good for you and your list.


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6. Treat new supporters differently.

Send an intro message describing your org & whatyoull be asking them to do.

Dont ask for money but dont wait too long.

Make a good first impression.


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7. Keep formatting simple.Use images sparingly.

Compelling buttonscan help action rates

Most dont matter

Dont hold up an email

for an image

Dont make yourwhole email an image


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7. Keep formatting simple.Avoid fancy formatting.

You are notwriting direct mail

Fancy formattingdistracts from links


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8. Timing is everything.

Sometimes its better to bethe 1st than to be the best.

General wisdom:Tuesday-Thursday late

morning

In reality: Wheneversomething urgenthappens


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9. Checklist your emails.

One bad mistake can ruinyour email.

Ask someone who

didnt write it toproofread it

Ask someone to click

every link & take everyaction


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10. Test & Segment Your emails

Tests:Sender name/format

Subject lines

Time of dayImages (includingheaders)

Length

LinksLanding pages

Segments:Geography

Donation history

Past actions takenSignup date

Whatever youve

got


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Landing Pages


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Landing Pages: Keep it simple.

Make sure its clearwhat you wantpeople to do

Limit the number of:DistractionsFieldsClicks


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Landing Pages: Daisy Chain

You dont have tojust send people toa thank you page

Prioritize based on

what you needmost:Tell a friendDonateEventsOther actions


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Why plan emails?

To avoid the blinking cursor paralysis.

To make them part of a larger campaign.

To have more time to write better emails.

To have get better content.

To get something done!


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1. What are your goals?


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1. What are your goals?Online goals:

List growth?

Fundraising?

User generated content?

Twitter/facebookfollowers

Offline goals:

Pass a bill?

Save the.(puppies, seals, unicorns)?

Events?

Volunteers?

Press attention?

Drive a news story?


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2. What are your resources?


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Email list?

Volunteers on the ground?

Friendly bloggers? An organizational blog?

A technology platform?

Allied organizations/partners?

Online advertising budget?

Video capabilities?

Other technology abilities?

2. What are your resources?


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3. What are your key moments?


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3. What are your key moments:online and offline milestones?

Internal news

External news

Media

Personal stories

Holidays/Days of Importance

Other solicitations


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Is this a long or short campaign?

Are there deadlinesyou must meet?

Moments along theway that you canhighlight?


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4. What are your segments?


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Do you need different emails

for different people?

Action takers/non-action takersGeography

InterestHow they joined the list

Donation historyDemographics

Superactivists vs. Lurkers


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4. What can people do to really

help?

What is your theory of change?


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Get a grid.

i ff i


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Plug in your offline

activities/milestones as the

base.Petition: When will you be delivering it?

Events: Should we invite them? Ask them to donateor share? What can people do if they cant attend?

Videos/ads/offline materials: Can the list contributecontent? Money? Share?

Reports/research: Can they comment? Debunk it?Share?

ill i h


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Fill in the rest.

Kicker messages

Follow-up results messages

Donation messages

Other creative things you can givepeople to do

H h il i t h


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How much email is too much

email?How often do you have somethingurgent and meaningful to say?

Quarterly Monthly Weekly

TYPICAL

Daily

Probablytoo much

Almostcertainly

too little

Credit: Idealware


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Sample Campaign:Debbie Shank has paid enough


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Debbie Shank has paid enough

Goal: To stop a lawsuit.

Resources: 100,000 person email list. Petition &Speakout technology. Contact with the family.

Timing: Debbies well-being was in jeopardy

Segments: People who signed/didnt signpetition; frequent letter-writers; Facebookfollowers

Theory of change: By shaming Wal-Mart, theyddrop the lawsuit.


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What did we do?

Launched apetition(email andFacebook)

Wrote letters toWal-Marts topmanagement

Wrote to newsoutlets tocover the story


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It worked.


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It worked.

Never let the grid stop you from taking

advantage of key moments.


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www.neworganizing.com

Thank You To:Lauren Miller

[email protected]

@laurenm
mailto:[email protected]:[email protected]

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Tips for Writing Email